Case StudyCrossroads Live
Built in collaboration with Crossroads Live (CXL), a leading global theatre producer bringing celebrated Broadway and West End titles to audiences worldwide. With production offices in London, Sydney, and New York, CXL spans the UK, North America, and Australia, and is also home to Crossroads Pantomimes, the world's largest pantomime producer.
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When we first partnered with Crossroads Live in 2019, the company was just getting started. Over the next few years, we had a front-row seat as CXL grew into a global force, bringing David Ian Productions, the Gordon Frost Organisation, and Qdos Pantomimes under one name, and most recently TROIKA Entertainment.
Each acquisition added new audiences, new territories, and decades of productions that needed to be discoverable, and the website had to grow right along with them.
CXL needed a digital home that could welcome each new company without losing its own identity: one brand and one voice, with room for every territory to speak directly to its own audience.
Our strategy centered on two core objectives: let the productions themselves set the tone, and engineer an architecture flexible enough to absorb each new company as it joined.
The first objective was a gift. Few clients arrive with visuals like these, from Broadway-caliber production photography to sizzle reels and iconic show art, so we built the design around them, cutting footage into looping hero headers that drop visitors straight into the world of each show. The second meant building a production database that gathers decades of international shows under one roof and sorts them on the fly by current, past, and regional filters.
The result? 👏 A digital platform that pulses with indie gaming's inventive spirit, empowers their fast-moving team, and adapts seamlessly as the Foundation continues redefining how underserved talent connects with opportunity.
Beyond Opening Night
Since 2019, the site has grown alongside CXL season after season, becoming the digital front door for a leading global theatre producer, with a home for every production across the UK, North America, and Australia, and standalone sites for the runs that need their own spotlight.
Most of what we do for CXL happens offstage. Every production across every territory has its own page on the site, and when a run needs a bigger spotlight, we build it a standalone site of its own, like the one for Elf. We keep productions, press, and job openings current for teams around the world, and take on whatever comes next, from studio security reviews to new tools for the business side of theatre.
In an industry built on limited runs, a seven-year partnership says something.
Seven years in, and the curtain's still up.
The Show Goes On
From new productions to new tools, we're still working alongside Crossroads Live, one season at a time.
